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Email to be replaced by networking sites | | 2008/06/09 | | Social networking sites are likely to replace email as the preferred method of marketing online, according to a digital agency.
Instant messaging and networking sites are ahead of email in new strategies of online marketing so it is only a matter of time before email is no longer the standard tool of marketing on the internet, claims Marcel Cowan of the Cowan Group.
Marcel Cowan, director of the Cowan Group and chairman of the Internet Advertising Bureau e-communications council, said: "We do not believe emails will continue to be the chief means of web communications – some would argue, in terms of reach, social and instant messaging has already surpassed email."
As internet access is now widely available through new technology such as smart phones, email will have to change and adapt to attract the next generation of online advertisers.
"As people become more connected through their devices, and the browser experience improves on mobiles, email will have to evolve into new e-communications methods in order to achieve stand-out for marketing and advertisers' messages," said Mr Cowan.
Research from Habeas revealed that 65 per cent of people think email will be their favoured method of online communication for the next five years.
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